Caution! 4 risks of using AI to create promotional content

Guilherme Rocha · 2026-10-07

Using artificial intelligence (AI) to generate promotional content can have benefits, but it also comes with significant risks that shouldn’t be ignored. Here are four critical points to consider.

Potential plagiarism and copyright infringement

One of the main risks of using AI is the potential for plagiarism. Algorithms can generate copy that imitates existing content, resulting in material that could be considered copyright infringement. This not only damages a brand’s reputation but can also lead to lawsuits. It’s essential to review and validate all AI-generated content to make sure it’s original and doesn’t infringe on any intellectual property.

Difficulty maintaining brand authenticity

Authenticity is one of the pillars of a strong brand. AI-generated content may lack the voice and tone that represent a brand’s identity. This can create a disconnect between what the company wants to communicate and how the audience perceives it. To avoid this, marketing teams should review and adjust the content so it reflects the brand’s values and personality.

Contextual and cultural mistakes that can be harmful

AI can fail to understand cultural nuances and specific contexts, leading to mistakes that can be harmful. For example, a campaign that works well in one country may offend people in another due to cultural differences. It’s crucial to test content with different audiences and in different contexts before rolling it out broadly. A contextual mistake can trigger a PR crisis that’s difficult and costly to fix.

Overreliance on technology and loss of your own voice

Overreliance on AI can lead to a company losing its unique voice. Human creativity brings insights and emotions that a machine can’t fully replicate. Brands that become too dependent on technology may end up putting out generic, personality-free content. To avoid this, strike a healthy balance between using AI and having people contribute to content creation.

Examples of campaigns that failed because of AI

One notable example is an ad campaign that used AI to generate slogans. One of the resulting slogans was considered offensive by a significant portion of the audience, leading to major backlash on social media. Another example is using AI to create social media posts that failed to capture the essence of human interaction, resulting in low engagement and negative feedback.

To minimize these risks, always review, edit, and, if possible, test AI-generated content before publishing it. Keep human oversight in the creative process.

What’s the biggest challenge you’ve faced using AI in your campaigns? Share numbers or examples!